Article topic: THE STRATEGIC ROLE OF NEW CULTIVARS: A CASE STUDY OF ‘MALUMA’
Author(s): Z.R. Ernst and A.A. Ernst
Abstract
Cultivar choices are more difficult with new orchard development. Many new cultivars have been introduced during the last decade, each claiming its own unique benefits. ‘Hass’ continues to claim the premium avocado cultivar position in large parts of world, especially in the marketing paradigm. Furthermore farmers also need to adapt to the modern farming environment to remain relevant and efficient. After studying multiple commercial ‘Maluma’ orchards in Limpopo, South Africa, ‘Maluma’ was identified as a cultivar that is well suited for the modern farming environment. ‘Maluma’, is a less vigorous, precocious and productive ‘Hass’-like cultivar. The fruit turns to an attractive dark purple-black once ripened. Furthermore, over the past years it has proven itself to be one of the best suited cultivars for ripening programmes. In the South African context ‘Maluma’ has filled an important gap in the farmers’ production and marketing basket. Although it is similar enough to be acknowledged as ‘Hass’, it distinguishes itself sufficiently to expand the range with which the farmer competes in the market. It does not merely compete with ‘Hass’ to the detriment of the farmers’ current value proposition. This study proves the key production advantages of ‘Maluma’ in the farming environment such as high yields, precocity and suitability for high-density, susceptibility to diseases and orchard cold damage and other influences on quality. Also key marketing parameters of avocado such as appearance, count size, timing, cold tolerance, shelf life and ripening is differentiated. Ultimately this study proves to the farmer that establishing new generation cultivars are worthwhile.
Key words: New generation cultivars, Maluma, Marketing basket, High density, precocity, value proposition, production advantages
